This document provides information on selecting the right social media channels in Hong Kong. It discusses how over 90% of Hong Kong SMEs believe they should be using social media. Popular channels in Hong Kong include Facebook, Instagram, and Weibo. The document also covers trends in mobile marketing and how social media can be used for both business to business (B2B) and business to consumer (B2C) purposes. It emphasizes finding the right channel for your business and provides tips on creating influence through social media.

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Selecting the Right Social
Media Channels in Hong
Kong
Your Host: Art Lee

2. +
Learn More @ Pluggedin.hk
n Information
from events – Presentations,
Info share, etc.
n News
n Soon
and Events around town
to Come – B2B Community
www.facebook.com/pluggedin.hk
@pluggedinhk

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Where to Start
Over 90% of Hong Kong SMEs believe they
should be using Social Media
Image Source: roi360.co.uk

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What’s Socially Hot in Hong Kong
Image source: memegenerator.net

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SoLoMoCo
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Elements of integrating Social Media, Local Advertising,
Mobile Marketing and Mobile Commerce
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Social Tops Globally
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57% Trust in companies
50% Change mind
10 Hours/Day
54% Learn about brand
53% Don’t want to be bothered
Social
Email
Multimedia
Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights

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Mobile Revolution
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Mobile brings social media into path of purchase
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compare prices
review reads
see opinions
30% use for social applications
Location Based Activities - Current Usages
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people want convenience for this purpose, not for privacy
restaurants
public transport
find nearby points of interests
friends
main point, want relevance and convenience
Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights

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Privacy an issue?
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Privacy is a big grey
area
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You have to put
consumer in control, let
them choose and put
ownership on them
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Opt-In Privacy
Image source: techwench.com

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Being an Influencer
"Influence is the power to convene
and to tell a good story." - Jay
Oatway
What is an Influencer
n affect
choices
n advertising
message with
psychology to get people to do
things
n do
they really like
n do
they really agree
n internalize
to something and be
like someone or love something

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What is your social currency?
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Very basic in social media and is the social currency and
social capital building
“People try to keep their social capital in balance” – Jay
Oatway
n
Klout.com for social scoring
Image source: http://www.fastcompany.com/1656066/red-hot-and-blue-hottest-american-brand-not-apple

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Creating Social Influence Internal
for Brands
1)
Identify segment top brand
influencers, don't do mass
market
2)
Measure social actions for
advocacy and referrals.
3)
Integrate into CRM - find
out who is spending money
on you
4)
Foster Brand Advocacy may not spend money but
share online
Image source http://www.servantofchaos.com/2008/11/influence-and-p.html

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Most Asked Questions
Kenneth Kwok – BeeHive Strategy
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How many like will we get? How man fans?
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Return on investment?
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What's the benchmark ?
There is none, hard to track, where patrons are from
Like service and hassle free but most don't buy online
What is social media?
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Channel not for transaction but for influence, can’t track
influence
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Last attribution is to buy

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Personal and Professional
n
Jocelyn Luko Sandstrom,
Personal and
Professional Endeavors
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Loves to share the good
stuff…good experiences
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Promotes her Non-Profit
enterprise but mostly to
connect with fans

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For Humanity
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Non-Profits don’t budget enough money to use Social Media
or internal team is limited
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Issue with whether donations should be use to outsource or
keep in house
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Used Social Media effectively at a small level. Mainly for
awareness

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Travel Share and Fun
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TravelerFolio – Eunice
Kohng, Travel Blogger
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Did it out of passion,
learned the tools
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People like the design of
the blog that’s why they
come back
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Lots of travel partners
using her to promote
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Singapore’s Top Travel
Blog, Awards

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Fun, Share and Food
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Blogs
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Photos
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Videos
Digital Assets
tied to a brand
(Hilda Leung,
Author and
Media Chef)

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Protect your reputation online
“Manage your social presence
religiously” - Rudy Leung
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Negative attracts negative
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Don’t be one dimensional (bias)
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Concepts of Social is really simple:
Honest, Expert, Positive
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Try different mobile tools, don’t focus
on A List bloggers, connect with people
who love what they do

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Pluggedin-terpretation
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Jump on the trend wagon, make a few bucks and run
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Companies looking for investors for new projects
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Looking to make a change, but change will be hard to make
in Hong Kong, but once proven you are golden
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The art of Reciprocation
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Careful: people behind the scenes do not have enough drive,
passion or patience to see it happen. Will jump ship once
they see an opportunity

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Why and How to Get
Social
•
•
•
Do it right the first time
Be consistent
Experiment
Images sources: desertsoapstone.blogspot.hk, tri-n-hawaiian.com, Redtutorials.com

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Ask Yourself, What is the purpose?
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To sell?
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To share though leadership?
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To boast?
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To influence decision/
behavior?

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Most Active Channels
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To connect with Fans
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To show thought leadership
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To share insights
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To connect with industry
influencers
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To learn
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To get personal
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To entertain
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To incite opinion and influence

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Trending B2B
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B2B
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Leads
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Partnerships
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Investors
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But also scammers
Image source: guardian.co.uk, article.wn.com

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Trending B2C
1.
It's huge, and will
probably get even
bigger
2.
It's a window into what
people think in China
3.
It's a window into
Chinese government
censorship
4.
Weibo users are
ingenious at getting
around this censorship
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Note: Culturally different
on Weibo
Source: sfgate.com

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Find the right channel for your
business
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Is it a Facebook Group a Linkedin
Group?
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Is it a Mobile App?
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Is it a Blog?
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Is it a Discussion/User Forum?
It’s not easy, it takes time. Have an
expert take care of it for you or
invest your time.
Image source: kterazedigital.com

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Use and Abuse
How to Use
Trends
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Fake Accounts
n China has a lot more
n Spamming
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n Influence
People getting hired based
on level of influence
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Investors and businesses
looking to create
technology around social
behaviors
n Sharing
viewpoints,
experiences
n Connect
n Incite
globally
and excite
n Teach, Share, Learn

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Is this account real?

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Stop Tagging Me

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Some
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Will people share it?
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What is the tipping point?
Becoming Viral, no guarantee
Tools don’t track it
1 in 100 will have some viral
effect
Gangnam style video
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Increase engagement
No incentive, no Likes/Shares
Cannot be passive and hope
for movement
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Social Media
Not for transaction but for
influence
All about INFLUENCE

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Incentives: Cash Prizes

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Get Busy Doing !
or!
Get Busy Losing!
Contact Art Lee at:
Facebook.com/artglee
@artstribe
hkLinkedin.com/in/artglee
artlee@internetmarketingcoach.hk
InternetMarketingCoach.hk
Questions?
Property of Internet Marketing Coach Ltd. Hong Kong.